Key Responsibilities
Formulate mid-to-long-term global marketing and brand strategies tailored to our core markets, including Europe, the Middle East, and beyond. Establish robust standardized workflows, content pipelines, and advertising frameworks to enable refined, scalable marketing operations and support long-term business expansion.
2. Global Brand Building & Localized Marketing
Lead full brand positioning, brand identity upgrade, brand storytelling, and global IP development. Design region-specific localized marketing campaigns aligned with local cultures, consumer behaviours and regulatory frameworks to boost regional brand penetration, reputation and recognition, and build differentiated competitive advantages.
3. Omnichannel Traffic Ecosystem & Growth Management
Oversee all international marketing channels: social media ecosystems, KOL/KOC partnerships, content marketing, digital ad campaigns, offline channel promotions and trade show activities. Manage the full traffic lifecycle, including lead generation, refined operation, user retention and conversion. Continuously optimize advertising models to reduce customer acquisition costs and lift conversion & repeat purchase rates.
4. Strategy Execution & Performance Delivery
Break down global and regional marketing KPIs against annual business targets and roll out annual, quarterly, and monthly execution roadmaps. Conduct regular data reviews of campaign performance and market feedback to iterate marketing tactics, ensuring all revenue and growth targets are fully achieved.
5. Marketing Budget & Resource Management
Own the full marketing budget planning, allocation, control, and post-campaign review to maximize ROI. Consolidate global media, influencer, and channel resources, build stable long-term external partnerships, and optimize the return of all marketing investments.
Recruit, structure, and lead a cross-functional global marketing team covering brand, ads, content, social media, channel, and event divisions. Implement performance appraisal and talent development systems to elevate team expertise, efficiency, and execution capability
Monitor global industry trends, competitor movements, regional regulatory updates, and shifting consumer demands, and deliver actionable market analysis reports. Rapidly adjust brand and marketing strategies to align with evolving overseas market landscapes and build sustainable growth moats.
Requirements
1. Professional Experiences
8+ years of end-to-end experience in cross-border & global brand marketing, with 3+ years of senior leadership experience as CMO or Marketing Director. Proven track record of building international marketing systems from scratch, launching global brands and scaling overseas revenue; experience with well-established consumer cross-border brands is highly preferred.
2. Core Competencies
Expertise in international brand development, omnichannel digital advertising, social media operations, and influencer marketing with strong localization capabilities. Outstanding strategic planning, execution, data analysis, and cost-control skills, with a proven ability to design global marketing roadmaps and deliver measurable results through team leadership.
3. Market Insight
Deep familiarity with the UK, Europe, the Middle East, and other major international markets, including local consumer preferences, platform algorithms, and industry compliance rules. Expertise in balanced brand building & performance marketing, capable of designing differentiated regional strategies to mitigate market risks and boost brand penetration.
4. Soft Skills & Mindset
Strong commercial acumen, holistic business perspective, and results-driven mentality with sharp sensitivity to brand performance, traffic, conversion, and revenue. Excellent team leadership, cross-department coordination, resource negotiation, and stress tolerance, able to thrive within a fast-growing scaling enterprise.
5. Education & Language
Bachelor’s degree or above. Exceptional written and verbal English communication skills, with the ability to independently produce high-quality marketing and business communications.
6. Right-to-work & Travel Availability
Candidate must be eligible to work full-time in the UK without visa sponsorship requirements. Must be open to travel to Mainland China and Hong Kong from time to time.
PAX, established in 2021 and headquartered in Hong Kong, operates globally. As a world‑leading consumer electronics company, we focus on cutting‑edge technologies.
Hayati®, PAX’s flagship brand, was born in the UK and has since grown into one of Britain’s best‑known consumer electronics brands, with a strong and expanding international presence. Alongside Hayati®, we continue to incubate and develop a diverse portfolio of brands—including Quokka®, Moxy®, Liora®, Finebar® and Philia®—each designed for different lifestyles, moments and markets around the world.
In 2025, PAX completed a pre‑IPO reorganisation of its corporate structure and governance framework, entering the preparation phase for a potential NASDAQ listing. PAX Group Holdings Limited leads the Group’s global governance and long‑term strategy, with operating offices across the UK, Germany and the UAE to support local markets worldwide. The Group’s exclusive Chinese mainland partner, PAX Innovations (Shenzhen) Limited, provides integrated R&D, branding, supply chain and quality management services, connecting our global brands with world‑class manufacturing capabilities.
Guided by integrity as our core value, PAX is driven by innovation, centred on users, and committed to building for the long term and sustainable development. By combining dependable products with trusted partnerships, we work alongside consumers, partners, and the broader industry to shape a credible, future‑oriented global ecosystem.
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